John Legend breaks into beauty with skin care line for people of colour

By Amanda Pauley | 16-Jan-2023

The singer-songwriter’s gender-neutral Loved01 collection is for melanin-rich skin, focusing on treating dryness and pH imbalances

Singer-songwriter John Legend is launching gender-neutral skin care line Loved01 for people of colour.

The Grammy award-winning artist’s range will tackle the specific skin care challenges people with melanin-rich skin face. 

It will focus on three key issues – dryness, pH imbalances and environmental impact. 

“Our skin is beautifully rich and colourful, but it also needs constant care, love and healing,” Legend said in a statement.  

“Our goal is to create high-quality, yet accessible, products because everyone should experience the joy of beautiful and healthy skin.”

Full details on the products will be released in due course, but it is said to be “affordably priced”.

It will launch on 1 February with a direct-to-consumer site, which will deliver educational content on looking after melanin-rich skin. 

Legend is an American singer, songwriter, pianist and record producer who has won an Emmy, Grammy, Oscar and Tony. 

His most popular songs include ‘All of Me’, ‘Ordinary People’, ‘Green Light’ and ‘Love Me Now’.

He is estimated to have sold a total of 10 million albums.

Who has Legend partnered with on the range?

The singer is working with beauty incubator A-Frame Brands on the skin care collection.

The company helps entrepreneurs develop brands and products aimed at marginalised communities. 

“The gender neutral product line will include a dermatologist-approved, proprietary blend of ingredients that will make healthier skin accessible for all,” the company said in a statement. 

“Historically, skin care products have not been created to truly address the unique issues of melanin-rich skin. 

“Daily routines have therefore resulted in imbalances in their skin, negatively impacting health and self-confidence.

“People of colour have been seeking skin care products that are crafted specifically for their needs and that effectively enhance and maintain the beauty of their skin.” 

A-Frame Brands’ past ventures include tennis champion Naomi Osaka’s Kinló sun care and skin care line, which meets the needs of darker-skinned people.

It also launched actress Gabrielle Union and former professional basketball player Dwyane Wade’s baby care brand Proudly.

The collection is a line of toiletries, diapers and wipes for babies with melanated skin. 

A-Frame Brands was founded in 2019 by US actor Hill Harper and entrepreneur Ari Bloom.  

Has Legend found a gap in the beauty market?

Legend is the latest in a line of celebrities who have launched collections into the skin care market.

British singer Robbie Williams is developing a line but has faced trademark issues. 

Beauty giant YSL has blocked the launch, complaining the star’s brand name ‘Hopeium’ is too close to its ‘Black Opium Eau de Parfum’.

Other celebrity brand launches include actor Brad Pitt’s genderless (and pricey) brand Le Domaine Skincare.

The collection landed last year with mixed reviews.

Several indie beauty brand owners penned an open letter to the star asking him to close his “buzzy but ineffectual” venture. 

Other A-list skin care lines that have dropped in the past year include actor Jared Leto’s Twentynine Palms, singer Ciara’s OAM and model Kate Moss’s Cosmoss.

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